Description:
This project involved designing and implementing a unified global platform to centralize and standardize the online sales presence across all brands and international markets of a major global automotive company. The platform serves as the core digital infrastructure, seamlessly integrating multiple downstream systems and providing a consistent and efficient customer experience worldwide. It now underpins the digital sales and marketing strategies across 300 international markets.
Challenge:
The primary challenge was addressing the fragmented digital landscape resulting from independent and disparate regional solutions. Each country and brand previously maintained separate sales websites, leading to inefficiencies, inconsistent customer experiences, increased operational complexity, and higher maintenance costs. Additionally, the project required seamless integration of legacy applications and third-party services, along with managing a large-scale, globally distributed implementation team.
Solution:
As the Program Manager, I directed the conceptualization, architectural design, and technical implementation of a centralized B2C platform. I established a global product management framework, incorporating clearly defined governance and development processes to ensure consistency and quality. Leveraging technology expertise in Adobe CQ5, Adobe Analytics, and Adobe Target, along with custom JavaEE applications, the new platform enabled comprehensive integration with existing CRM systems, car configurators, messaging systems, and various legacy applications. A standardized global roll-out methodology was developed and executed by structured international teams, ensuring consistent implementation and ongoing operations across all markets.
Results:
The successful implementation of the global platform significantly streamlined online sales processes, reduced operating costs, and elevated customer experience standards worldwide. The platform now effectively supports digital marketing and sales strategies in over 300 markets, providing consistent brand messaging and user experience. Additionally, the newly implemented centralized operations and governance model substantially improved efficiency, transparency, and responsiveness to market needs.
Technologies:
The project utilized Adobe CQ5 for content management, Adobe Analytics for insightful customer behavior tracking, and Adobe Target for personalized digital marketing. The integration of custom-built JavaEE applications facilitated critical functionality, such as car configuration tools and CRM integration, along with the seamless incorporation of legacy systems, third-party services, and enterprise messaging infrastructure.